Website copy and sitemap redesign for totality services
Is there anything more exciting than seeing a new client project live and out in the world? Last year I worked on a fantastic website copy project for an IT support provider in London.
The website (by the client’s own admission) was stuck in old-school SEO practices. And it was time to overhaul. It was a challenge but so, so rewarding. Here’s a sneak peek at the transformation.
“
Not only has Alice delivered amazing copy for our new website, she also spent a lot of time researching and understanding our business.
Luis Navarro, Director & Co-Founder at Totality Services
Where we started
Luis approached me in August 2022, having been hit by the Google Helpful Content Updates and needing to fix the website content.
These were the challenges we started with:
- HUGE website with a ton of redundant sector-specific pages
- Very high keyword density and repetitive content
- So much content on each page, some topping 2,000 words
- Lots of technical language (common in the IT services industry)
- Content that didn't speak to their target audience or decision-makers
- Performing well in the Google Local Pack but losing out to competitors for business outside of London
So an overhaul was in order.
What we worked on to fix this
- sitemap overhauled and reduced down to 9 core pages (+ contact, 404, terms etc)
- clear, benefits-driven content that focuses on making client's lives easier and less on technical specifications
- tone of voice updated to make sure we're speaking the same language as target customers
- more prominent CTAs and testimonials to improve conversion
- key focus on UX within the content design and formatting
- shorter paragraphs, more headings, and much easier to scan for information
And I worked on a whole host of cornerstone and blog content for them which will be going live over the next couple of months to support their SEO efforts.
The website has only just gone live and I am so excited to see how their SEO and conversions transform in the next 6 months.
We’re continuing to work together and develop the site as they need to add new services and consultancy offerings for specific services like Microsoft Dynamics 365.
